GDPR legislation gives marketers food for thought

Have a look at the illustration above.

GDPR legislation, which came into force in the UK and in the EU in May 2018, is giving marketers, particularly digital marketers, much food for thought.

You can read some more about this legislation via the links which are suggested as additional reading in this unit - the first is to an article in Smart Insights, which is penned by Dave Chaffey, who is the author of the suggested text for this module; the second is to an opinion piece posted in Digital Marketing Magazine.

As Chaffey (2017) notes, the GDPR (General Data Protection Regulation(Regulation (EU) 2016/679) came into force in all 28 countries in Europe on25th May 2018. It is a new regulation agreed by the European Union which seeks to improve transparency and the effectiveness of data protection activities

Now look at the following website: www.thevisorshop.com(Links to an external site.)

According to The Visor Shop's About Us section, this Northern Ireland-based company was the first ever online visor retailer in the world back in the early days of the internet, and they are proud to have built their reputation providing excellent value for money on exclusive products and brands.

The company describes itself as an integral part of the local motorcycle community, boasting a large on-site warehouse and premises. They make daily worldwide shipments, but they also offer local enthusiasts the opportunity to come into the shop to discuss their requirements.

In a report in three sections:

1. In broad terms, outline the key features of GDPR legislation as it applies to a UK-based online business such as this;
2. Evaluate the likely impact of GDPR legislation on the international marketing activities of this businessin 2021-22(you are entitled to make assumptions about the ways in which you thinkthatThe Visor Shopwould promote itsaccessoriesto its global customer base, but you can assume that it primarily operates an e-commerce model);
3. With reference to the GDPR Compliance model outlined by Salesforce, recommend an outline compliance programme that this small business could undertake and assess the likely resource implications that would be involved in setting this up.